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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

The popularity of a social media post is typically judged by its number of likes. The thumb s up button on Facebook, the upvote on Reddit, the favourite on Twitter; they indicate user interest, and they also help content travel, because usually, you like what your friends like. This system on Instagram, however, could soon be turned on its head. The social media platform began experimenting with hiding likes in Canada back in May, and last week rolled out the test to Australia, Japan, Italy, Ireland, Brazil and New Zealand. In those countries, users are now no longer able to see the number of likes or video views on other people s posts. Instagram posits that this shift will minimise the social pressures that come with social media.  We want your friends to focus on the photos and videos you share, not how many likes they get,  Instagram wrote in a tweet last week.

But it s already raising anxiety among influencers and the fashion brands that advertise through them. Experts believe the move could nudge brands to spend more on ads and less on posts that feature influencers.  Getting rid of likes is a big deal,  says Alessandro Bogliari, chief executive of the Influencer Marketing Factory.  There are pros and cons to the decision, but it has the potential to hurt the entire system.  Marketing agencies and brands that analyse influencers look at several metrics, including likes, followers and comments, to measure the popularity of an influencer and how their audience reach can translate to sales. Bogliari says all metrics are important to consider because everyone s audiences are different, and some followers prefer to like while others prefer to comment. And because likes have always been an integral part of a social media presence, Bogliari believes influencers will likely start to leave Instagram and move to up-and-coming platforms like TikTok. What do you think? Weigh in with your comments below and read the full story at businessoffashion.com [Link in bio]
The popularity of a social media post is typically judged by its number of likes. The thumb s up button on Facebook, the upvote on Reddit, the favourite on Twitter; they indicate user interest, and they also help content travel, because usually, you like what your friends like. This system on Instagram, however, could soon be turned on its head. The social media platform began experimenting with hiding likes in Canada back in May, and last week rolled out the test to Australia, Japan, Italy, Ireland, Brazil and New Zealand. In those countries, users are now no longer able to see the number of likes or video views on other people s posts. Instagram posits that this shift will minimise the social pressures that come with social media. We want your friends to focus on the photos and videos you share, not how many likes they get, Instagram wrote in a tweet last week. But it s already raising anxiety among influencers and the fashion brands that advertise through them. Experts believe the move could nudge brands to spend more on ads and less on posts that feature influencers. Getting rid of likes is a big deal, says Alessandro Bogliari, chief executive of the Influencer Marketing Factory. There are pros and cons to the decision, but it has the potential to hurt the entire system. Marketing agencies and brands that analyse influencers look at several metrics, including likes, followers and comments, to measure the popularity of an influencer and how their audience reach can translate to sales. Bogliari says all metrics are important to consider because everyone s audiences are different, and some followers prefer to like while others prefer to comment. And because likes have always been an integral part of a social media presence, Bogliari believes influencers will likely start to leave Instagram and move to up-and-coming platforms like TikTok. What do you think? Weigh in with your comments below and read the full story at businessoffashion.com [Link in bio]

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